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Market Trend: The Couponing Consumer in a Down Economy
December 1, 2008
Crisis is the word of the day when it comes to the U.S. economy late in 2008. Housing
crisis, credit crisis, auto industry crisis. As Americans find themselves caught in the grip
of an economic recession, they are adjusting their budgets and rethinking their spending
habits. The unforgiving economic situation has led to an increased consumer focus on
finding ways to save money, and coupons present one tried and true method for
mediating the quickening void. Not only do coupons serve the general purpose of
saving money, but they can also lead the way for the many consumers who are
transitioning to less expensive brands and trying out less expensive products.
This all new Packaged Facts report, Marketing Trend: The Couponing Consumer in a
Down Economy, uses current and historical Simmons Market Research consumer data
to look at coupon-related consumer penetration rates and consumer demographics.
Packaged Facts analyses retail and product category coupon use, including an
overview of the demographic characteristics of consumers more likely than average to
redeem coupons within these categories. This report also covers consumer use of
coupon sources such as mailers, inserts, magazines, etc. The report ends with an
overview of coupon opportunities for marketers in this difficult environment.
TABLE OF CONTENTS
Chapter 1: Executive Summary
Economic Landscape
2008 Real GDP Growth Forecasted at a Meager 1.3%; 2009 at Negative 0.8%
Figure 1-1: Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the
GDP Price Index, 2002-2008 (percent)
Personal Consumption Slows
Figure 1-2: Percentage Changes in U.S. Current-Dollar PCE, Real PCE and the
PCE Price Index, 2002-2008 (percent)
Consumer Prices on the Rise
Figure 1-3: Average Annual Percent Change in the Consumer Price Index For All
Items, Durable Goods, Non-Durable Goods and Services, 1978-Q3, 2008
(percent)

2. Unemployment
Figure 1-4: Initial Weekly Unemployment Claims: Four-Week Moving Average,
Four-Year Moving Average, 18-Month Moving Average, January 6, 1979-
November 15, 2008 (in thousands)
Retail Sales Show Biggest Monthly Decline Ever
Figure 1-5: Comparison of Seasonally Adjusted Monthly Retail Sales, Excluding
Autos (index and percentage change) and Monthly Unemployment Rate, 1998-
2008 (percent)
Coupon Usage
Consumers Cite Economy for Increase in Couponing
Note on Simmons Market Research Bureau Consumer Data
Consumers Using Coupons to Save Money, but Also to Sample
Table 1-1: Reason for Using Coupons, Spring 2008 (percent)
Saving Money Transcends HHI and HH Makeup
Adoptive and Resistive Demographic Characteristics of Consumers who Use
Coupons to Save Money
Adoptive and Resistive Demographic Characteristics of Consumers who Use
Coupons to Try New Products
Simmons Spring 2008 Data Suggest Coupon Use Back on the Rise
Table 1-2: Percentage of Households Using Coupons, 2004-Spring 2008
(percent)
Affluent Households Show Greater Coupon Usage Penetration
Large and Single-Person Households Less Coupon Interested
Households with Children Also Less Coupon Interested
Selected Demographic Characteristics of Coupon Users by Household Income
Adoptive Demographic Characteristics of Coupon Users with HHI Less Than
$25K
Table 1-3: Adoptive Demographic Characteristics of Couponing Consumers with
HHI Under $25K, Spring 2008 (index)
Adoptive Demographic Characteristics of Coupon Users with HHI between $25K
and $74K
Table 1-4: Adoptive Demographic Characteristics of Couponing Consumers with
HHI between $25K-$74K, Spring 2008 (index)
Adoptive Demographic Characteristics of Coupon Users with HHI More Than
$75K
Table 1-5: Adoptive Demographic Characteristics of Couponing Consumers with
HHI More Than $75K, Spring 2008 (index)
Opportunity: Reach Out to the Elderly
Opportunity: Hispanic Population
Coupon Attitudinal Statements
Coupons Not As Motivating Among Average Consumers
Table 1-6: Percentage Who Agree With the Coupon-Related Statements,
Couponing Consumers versus Total Population, Spring 2008 (percent)
Retail Redemption and Product/Sources Used
Bulk of Redemption through Grocery Stores

3. Table 1-7: Percentage of Consumer Coupon Redemption by Retailer Type,
2004-Spring 2008 (percent)
And Grocery Products See Most Coupon Use
Table 1-8: Percentage of Consumer Coupon Usage by Coupon Product Type,
2004-Spring 2008 (percent)
On Shelf Coupons See Greatest Penetration
Table 1-9: Percentage of Consumer Coupon Usage by Coupon Source, 2004-
Spring 2008 (percent)
Frequency of Use by Coupon Source
Table 1-10: Consumer Coupon Frequency of Use by Coupon Source, by Top
Percentages, Spring 2008 (percent)
Looking Ahead
A Challenging Time for Marketers
Opportunity: Partnerships Such as Kraft and Campbell
Opportunity: Relationships with Non-traditional Retail Partners
Opportunity: Younger People and Online Coupons
Opportunity: Affluent Consumers Are Better Savers
Opportunity: Putting Coupons in Mobile Users' Hands
Opportunity: Winter Holidays Spend Dropping, Coupon Use Increasing
Opportunity: Restaurants Using Coupons to Entice Customers
Opportunity: Word-of-Mouth to Drive Coupon Awareness
Chapter 2: The Current Economic Landscape
Overview
Lenders Freeze Credit for Businesses and Consumers
Employers Find Little Short-Term Credit
The Consumer Is Tapped Out
Even the Basics May Suffer
2008 Real GDP Growth Forecast at Meager 1.3%; 2009 at Negative 0.8%
Figure 2-1: U.S. Current-Dollar GDP vs. Real GDP, 2002-2008 (in trillions of
dollars)
Inflation Rears Its Ugly Head
Figure 2-2: Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the
GDP Price Index, 2002-2008 (percent)
Economic Future Uncertain
Personal Consumption Slows
Figure 2-3: Personal Consumption Expenditures, Current-Dollar versus Real,
2000-2009 (in billions of dollars)
Figure 2-4: Percentage Changes in U.S. Current-Dollar PCE, Real PCE and the
PCE Price Index, 2002-2008 (percent)
Consumer Prices on the Rise
Figure 2-5: Average Annual Percent Change in the Consumer Price Index for All
Items, Durable Goods, Non-Durable Goods and Services, 1978-2008 (percent)
Food Price Increase Breaks Four Percent in 2008
Figure 2-6: Average Annual Percent Change in the CPI for Food and Beverage,
Food at Home and Food Away from Home, 1978-2008 (percent)
Unemployment Creeps Up

4. Figure 2-7: Initial Weekly Unemployment Claims: Four-Week Moving Average,
Four-Year Moving Average, 18-Month Moving Average, January 6, 1979-
November 15, 2008 (in thousands)
Figure 2-8: End-of-Year (December) Civilian Labor Force Participation Rate and
Unemployment Rate, 1978-2008 (percent)
Retail Sales Show Biggest Monthly Decline Ever
Figure 2-9: Comparison of Seasonally Adjusted Monthly Retail Sales, Excluding
Autos (index and percentage change) and Monthly Unemployment Rate, 1998-
2008 (percent)
Stage Set For Increased Coupon Use
Chapter 3: Coupon Usage Penetration and Demographics.
Coupons Poised for Increased Use
Economy Cited as Number One Reason
Note on Simmons Market Research Bureau Consumer Data
Consumers Using Coupons to Save Money, but Also to Sample
Table 3-1: Reason for Using Coupons, Spring 2008 (percent)
Saving Money Transcends HHI and HH Makeup
Table 3-2: Reason for Using Coupons, by Household Income, Spring 2008
(percent)
Table 3-3: Reason for Using Coupons, by Number of People in Household,
Spring 2008 (percent)
Table 3-4: Reason for Using Coupons, by Number of Children in Household,
Spring 2008 (percent)
Demographic Characteristics of Coupon Users by Reason for Use .
Adoptive and Resistive Demographic Characteristics of Consumers who Use
Coupons to Save Money
Table 3-5: Adoptive and Resistive Demographic Characteristics of Consumers
who Use Coupons to Save Money, Spring 2008 (index)
Adoptive and Resistive Demographic Characteristics of Consumers who Use
Coupons to Try New Products
Table 3-6: Adoptive and Resistive Demographic Characteristics of Consumers
who Use Coupons to Try New Product, Spring 2008 (index)
Spring 2008 Data Suggest Coupon Use Back on the Rise
Table 3-7: Percentage of Households Using Coupons, 2004-Spring 2008
(percent)
Coupon User Demographic Profile Non-Directional
Affluent Households Greater Coupon Usage Penetration
Table 3-8: Percentage of Households Using Coupons, by Household Income
Bracket, Spring 2008 (percent)
Demographic Characteristics of Coupon Users by Household Income
Adoptive Demographic Characteristics of Coupon Users with HHI Less Than
$25K
Table 3-9: Adoptive Demographic Characteristics of Couponing Consumers with
HHI Under $25K, Spring 2008 (index)
Adoptive Demographic Characteristics of Coupon Users with HHI between $25K-
$74K

5. Table 3-10: Adoptive Demographic Characteristics of Couponing Consumers
with HHI between $25K-$74K, Spring 2008 (index)
Adoptive Demographic Characteristics of Coupon Users with HHI More Than
$75K
Table 3-11: Adoptive Demographic Characteristics of Couponing Consumers
with HHI More Than $75K, Spring 2008 (index)
Large and Single Person Households Less Coupon Interested
Table 3-12: Percentage of Households Using Coupons, by Number of People in
Household, Spring 2008 (percent)
Demographic Characteristics of Coupon Users by Number of People in the
Household
Adoptive Demographic Characteristics of Coupon Users in Single Person
Households
Table 3-13: Adoptive Demographic Characteristics of Couponing Consumers in
Single-Person Households, Spring 2008 (index)
Adoptive Demographic Characteristics of Coupon Users in Two Person
Households
Table 3-14: Adoptive Demographic Characteristics of Couponing Consumers in
Two-Person Households, Spring 2008 (index)
Adoptive Demographic Characteristics of Coupon Users in Three, Four and Five
or More Person Households
Table 3-15: Adoptive Demographic Characteristics of Couponing Consumers in
Three-Four Person Households, Spring 2008 (index)
Households with Children Also Less Coupon Interested
Table 3-16: Percentage of Households Using Coupons, by Number of Children in
Household, Spring 2008 (Percent)
Demographic Characteristics of Coupon Users by Children in the Household
Adoptive Demographic Characteristics of Coupon Users in Childless Households
Table 3-17: Adoptive Demographic Characteristics of Couponing Consumers in
Childless Households, Spring 2008 (index)
Adoptive Demographic Characteristics of Coupon Users in Households with
Children
Table 3-18: Adoptive Demographic Characteristics of Couponing Consumers in
Households with Children, Spring 2008 (index)
Chapter 4: Couponing Attitudinal Statements
Couponing Consumers Indicate That Coupons Drive Trial
Table 4-1: Percentage of Couponing Consumers Who Agree With the Coupon-
Related Statements, Spring 2008 (percent)
Demographic Characteristics of Coupon Users by Statement
Adoptive Demographic Characteristics of Couponing Consumers who Agree with
the Statement: I Am Often Swayed by Coupons to Try New Food
Table 4-2: Adoptive Demographic Characteristics of Couponing Consumers who
Agree with the Statement: I Am Often Swayed by Coupons to Try New Food,
Spring 2008 (index)
Adoptive and Resistive Demographic Characteristics of Couponing Consumers
who Agree with the Statement: Coupons Draw Me to Stores I Don't Shop

6. Table 4-3: Adoptive Demographic Characteristics of Couponing Consumers who
Agree with the Statement: Coupons Draw Me to Stores I Don't Shop, Spring
2008 (index)
Coupons Not As Motivating Among Average Consumers
Table 4-4: Percentage of Total Consumers Who Agree With the Coupon- Related
Statements, Spring 2008 (percent)
Demographic Characteristics of Consumers who Agree with Coupon-Related
Statements by Household Income, Household Size and Household Makeup
Adoptive Demographic Characteristics of Consumers by Household Income who
Agree with the Statement: I Am Often Swayed by Coupons to Try New Food
Table 4-5: Adoptive Demographic Characteristics of Consumers with HHI less
than $25K who Agree with the Statement: I Am Often Swayed by Coupons to Try
New Food, Spring 2008 (index)
Table 4-6: Adoptive Demographic Characteristics of Consumers with HHI
between $25K-$74K who Agree with the Statement: I Am Often Swayed by
Coupons to Try New Food, Spring 2008 (index)
Table 4-7: Adoptive Demographic Characteristics of Consumers with HHI $75K
or More who Agree with the Statement: I Am Often Swayed by Coupons to Try
New Food, Spring 2008 (index)
Adoptive Demographic Characteristics of Consumers by Household Income who
Agree with the Statement: Coupons Draw Me to Stores I Don't Shop
Table 4-8: Adoptive Demographic Characteristics of Consumers with HHI less
than $25K who Agree with the Statement: Coupons Draw Me to Stores I Don't
Shop, Spring 2008 (index)
Table 4-9: Adoptive Demographic Characteristics of Consumers with HHI
between $25K-$74K who Agree with the Statement: Coupons Draw Me to Stores
I Don't Shop, Spring 2008 (index)
Table 4-10: Adoptive Demographic Characteristics of Consumers with HHI
Greater than $75K who Agree with the Statement: Coupons Draw Me to Stores I
Don't Shop, Spring 2008 (index)
Adoptive Demographic Characteristics of Consumers by Number of People in
Household who Agree with the Statement: I Am Often Swayed by Coupons to
Try New Food
Table 4-11: Adoptive Demographic Characteristics of Consumers in Single
Person Households who Agree with the Statement: I Am Often Swayed by
Coupons to Try New Food, Spring 2008 (index)
Table 4-12: Adoptive Demographic Characteristics of Consumers in Two Person
Households who Agree with the Statement: I Am Often Swayed by Coupons to
Try New Food, Spring 2008 (index)
Table 4-13: Adoptive Demographic Characteristics of Consumers in Three-Four
Person Households who Agree with the Statement: I Am Often Swayed by
Coupons to Try New Food, Spring 2008 (index)
Table 4-14: Adoptive Demographic Characteristics of Consumers in Five+
Person Households who Agree with the Statement: I Am Often Swayed by
Coupons to Try New Food, Spring 2008 (index)

7. Adoptive and Resistive Demographic Characteristics of Consumers by
Household Income who Agree with the Statement: Coupons Draw Me to Stores I
Don't Shop
Table 4-15: Adoptive Demographic Characteristics of Consumers in Single
Person Households who Agree with the Statement: Coupons Draw Me to Stores
I Don't Shop, Spring 2008 (index)
Table 4-16: Adoptive Demographic Characteristics of Consumers in Two Person
Households who Agree with the Statement: Coupons Draw Me to Stores I Don't
Shop, Spring 2008 (index)
Table 4-17: Adoptive Demographic Characteristics of Consumers in Three-Four
Person Households who Agree with the Statement: Coupons Draw Me to Stores
I Don't Shop, Spring 2008 (index)
Table 4-18: Adoptive Demographic Characteristics of Consumers in Five+
Person Households who Agree with the Statement: Coupons Draw Me to Stores
I Don't Shop, Spring 2008 (index)
Adoptive and Resistive Demographic Characteristics of Consumers with Children
who Agree with the Statement: I Am Often Swayed by Coupons to Try New Food
Table 4-19: Adoptive Demographic Characteristics of Consumers in Households
with Children who Agree with the Statement: I Am Often Swayed by Coupons to
Try New Food, Spring 2008 (index)
Table 4-20: Adoptive Demographic Characteristics of Consumers in Childless
Households who Agree with the Statement: I Am Often Swayed by Coupons to
Try New Food, Spring 2008 (index)
Adoptive and Resistive Demographic Characteristics of Consumers in
Households with and without Children: Coupons Draw Me to Stores I Don't Shop
Table 4-21: Adoptive Demographic Characteristics of Consumers with Children
who Agree with the Statement: Coupons Draw Me to Stores I Don't Shop, Spring
2008 (index)
Table 4-22: Adoptive Demographic Characteristics of Childless Consumers who
Agree with the Statement: Coupons Draw Me to Stores I Don't Shop, Spring
2008 (index)
Chapter 5: Coupon Retail Redemption and Product Category & Sources Used
Bulk of Redemption Through Grocery
Table 5-1: Percentage of Consumer Coupon Redemption by Retailer Type,
2004-Spring 2008 (percent)
Supermarket Store Redeemer Profile
Table 5-2: Adoptive Characteristics of Consumers who Redeem Coupons at
Supermarket/Grocery/Convenience Stores, Spring 2008 (index)
Restaurant Redeemer Profile
Table 5-3: Adoptive Characteristics of Consumers who Redeem Coupons at
Restaurants/Fast Food Chains, Spring 2008 (index)
Discount Store Redeemer Profile
Table 5-4: Adoptive Characteristics of Consumers who Redeem Coupons at
Discount Stores, Spring 2008 (index)
Drug Store Redeemer Profile

8. Table 5-5: Adoptive Characteristics of Consumers who Redeem Coupons at
Drug Stores, Spring 2008 (index)
Newsstands/Tobacco Stands Redeemer Profile
Table 5-6: Adoptive Characteristics of Consumers who Redeem Coupons at
Newsstands/Tobacco Stores, Spring 2008 (index)
Coupon Usage by Product Category
Grocery Products See Greatest Coupon Use
Table 5-7: Percentage of Consumer Coupon Usage by Coupon Product Type,
2004-Spring 2008 (percent)
Food and Grocery Products, Household Cleaning Products & Paper Product
Coupon Redeemer Profiles: Non-Directional
Table 5-8: Adoptive Characteristics of Consumers who Use Coupons for Food
and Grocery Products, Spring 2008 (index)
Table 5-9: Adoptive Characteristics of Consumers who Use Coupons for
Household Cleaning Products, Spring 2008 (index)
Table 5-10: Adoptive Characteristics of Consumers who Use Coupons for Paper
Goods, Spring 2008 (index)
Beauty and Grooming Products & Drug Products Coupon Redeemer Profile:
White Collar
Table 5-11: Adoptive Characteristics of Consumers who Use Coupons for Beauty
and Grooming Products, Spring 2008 (index)
Table 5-12: Adoptive Characteristics of Consumers who Use Coupons for Drug
Products, Spring 2008 (index)
Beverage Products and Fast Food/Restaurant Coupon Redeemer Profile: Young
Table 5-13: Adoptive Characteristics of Consumers who Use Coupons for
Beverages, Spring 2008 (index)
Table 5-14: Adoptive Characteristics of Consumers who Use Coupons for Fast
Food Establishments and Restaurants, Spring 2008 (index)
Pet Food Products & Tobacco Products Coupon Redeemer Profile
Table 5-15: Adoptive Characteristics of Consumers who Use Coupons for Pet
Food Products, Spring 2008 (index)
Table 5-16: Adoptive Characteristics of Consumers who Use Coupons for
Tobacco Products, Spring 2008 (index)
Usage by Coupon Source Used
On-Shelf Coupons See Greatest Penetration
Table 5-17: Percentage of Consumer Coupon Usage by Coupon Source, 2004-
Spring 2008 (percent)
Frequency of Use by Coupon Source
Table 5-18: Consumer Coupon Frequency of Use by Coupon Source, by Top
Percentages, Spring 2008 (percent)
Table 5-19: Consumer Coupon Frequency of Use by Coupon Source, by Type,
Spring 2008 (percent)
Online Couponer Profile Different from Others
Table 5-20: Adoptive Characteristics of Consumers who Source Coupons
Through Color Leaflets Received by Mail, Spring 2008 (index)

9. Table 5-21: Adoptive Characteristics of Consumers who Source Coupons
Through Other Items Received by Mail, Spring 2008 (index)
Table 5-22: Adoptive Characteristics of Consumers who Source Coupons
Through Color Leaflets Inserted in Newspapers, Spring 2008 (index)
Table 5-23: Adoptive Characteristics of Consumers who Source Coupons
Through Other Newspaper Inserts/Advertisements, Spring 2008 (index)
Table 5-24: Adoptive Characteristics of Consumers who Source Coupons
Through Magazines, Spring 2008 (index)
Table 5-25: Adoptive Characteristics of Consumers who Source Coupons In or
On Packages, Spring 2008 (index)
Table 5-26: Adoptive Characteristics of Consumers who Source Coupons
Handed Out In or Near Stores, Spring 2008 (index)
Table 5-27: Adoptive Characteristics of Consumers who Source Coupons
Through the Internet or Email, Spring 2008 (index)
Chapter 6: Looking Ahead
Frugality: Economy Teaching a Long-term Lesson
A Challenging Time for Marketers
Ads Focusing on Value
Brands Forced to Shift Strategies
Brands Baring Their Fangs
High End Markets Don’t Take High End Shopper for Granted
Restaurants Feeling the Pinch
Coupon Values Increasing
Double-Coupon Policy to Get Stricter?
Opportunity: Communicating Value and Urgency Shoppers
Consumers More Informed Than Ever
Table 6-1: Statements Indicating Role as Researcher, Fact-Finder, Planner,
Spring 2008 (index)
Opportunity: Newspapers Still Dominant Coupon Source, But Internet Growing
A Profile of Couponers Who Research on Internet
Table 6-2: Percentage of Couponing Consumers Who Agree With the Statement:
I Use Internet to Help Plan Shopping Trips, Spring 2008 (percent)
Table 6-3: Demographic Characteristics of Couponing Consumers who Agree
with the Statement: I Use Internet to Help Plan Shopping Trips, Spring 2008
(index)
Internet Main Place for Printable Coupons
Digital Coupons to See Increase Use by Majors
Valassis Launch of RedPlum.com
Vast Array of Coupon Sites
Upromise eCoupon Program
Bad Economy Good for Coupon Sites
Table 6-4: comScore Top 10 Gaining Categories by Percentage Change in
Unique U.S. Visitors, May 2008 vs. April 2008 (percent)
Which Is More Convenient: Print or Online Coupons?
Online Shoppers Still Need Wooing
Making the Most of Online

10. Opportunity: Putting Coupons in Mobile Users' Hands
Mobile Offering Sees 70% Response
Study Shows Interest in Location/Time Based Mobile Coupons
Cellfire Partners with Kroger
Kimberly-Clark Makes The Call
Caribou Coffee Coupon Goes Mobile
Opportunity: Word-of-Mouth: Added-Value for Marketers and Consumers
Friends Sharing Their Finds
Celebrity WOM
Winter Holidays Spend Dropping, Coupons Increasing
Table 6-5: Holiday Spending, by Occasion, 2004-2008 (in millions of dollars)
Holiday Outreach Offers Consumers Fiscal and Emotional Support
Opportunity in Demographics Segments
Opportunity: Doing the Right Thing through Elderly Outreach
Opportunity: Making Coupons Meaningful to Hispanic Populations
Opportunity: Partnerships such as Kraft and Campbell
Opportunity: Relationships with Non-traditional Retail Partners
Opportunity: Make Value Visible, Consumer-Friendly
Opportunity: Price Most Important to the Well-Off
Opportunity: Younger People and Online Coupons
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